Starbucks 'Ahead of Schedule' in Comeback, CEO Touts Faster Service and New Perks

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Signs outside a Starbucks in New York City on January 14, 2025. Wall Street stocks mostly fell early January 13, 2025 as Treasury bond yields lingered at a high level while markets looked ahead to earnings and economic data releases. ANGELA WEISS/AFP via Getty Images/Getty Images

Starbucks CEO Brian Niccol says the company's big comeback is going better than planned — with faster service, new food on the way, and updated store designs already showing results.

In an interview marking his one-year anniversary as CEO, Niccol told CNBC and FOX Business that Starbucks is "ahead of schedule" in its turnaround strategy, even though the work isn't done yet.

He pointed to key upgrades, like faster mobile order service and redesigned stores, that are already improving the customer experience.

"We're really close on the fundamentals," Niccol said. "Now we can innovate from a place of strength."

One of the biggest wins so far is how fast drinks are being made. A new system called "Smart Queue," baristas now know exactly when to make each drink based on whether it's a drive-thru, mobile, or in-store order, CNBC said.

This has cut wait times significantly — with 80% of drinks now ready in under four minutes, compared to about 60% before.

Mobile orders are even quicker, with 95% made within four minutes, hitting a goal Niccol set when he joined the company.

Starbucks Plans New Protein Menu and Store Redesigns

The system is part of what Starbucks calls its Green Apron Service, which adds staff hours and makes sure workers are focused on both speed and hospitality.

Starbucks is also planning to expand its food options. A new protein-focused menu is coming at the end of September, and Niccol said the company is working on more snacks, breakfast sandwiches, and gluten-free options.

He hinted that changes to the Starbucks Rewards program are on the way, with updates expected to roll out in early 2026.

While details are still under wraps, Niccol says it will focus more on engaging customers — not just offering discounts.

According to FoxBusiness, Starbucks is updating thousands of its more than 17,000 US locations, adding improved seating, warmer lighting, and redesigned layouts aimed at encouraging customers to linger longer.

Think couches, high-top tables, and quiet corners — a "seat for every occasion," as Niccol described.

"If we've got a space that you want to stay, then we're doing our job," he said.

Niccol, who previously helped turn around Taco Bell and Chipotle, says he's confident. "I stand by the fact that we're ahead of schedule," he said. "We're heading into 2026 from a position of strength."

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